Why Account Planning is paramount for scientific PR Measurement

We need to realise that Account Planning is the adhesive that binds the PR Measurement framework, writes Siddhartha Mukherjee, Founder, Brand Balance.

Simply put, the assembly line of PR Measurement starts with questions like why PR, the objective we want to derive, etc. and finally ends with whether the Organisation achieved the targeted Communication & Business Objectives.

What comes in between is a mesh of intertwined Efforts, Resources & Processes. A key component of this mesh is Account Planning. The entire premise of PR Measurement loses plot in the absence of Account Planning. Any conversation or attempt for PR Measurement becomes a farce! And yes, unlike traditional thinking, Account Planning is not applicable only when a Client is being served by an Agency. The concept can well be implemented even by in-house Corp Comm functions and between the Top Management & Corp Comm Desks.

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Now, how does one define Account Planning? Currently, there are many definitions floating around in the market. Some are way off the mark, some super (read: pseudo) intellectual and some tending towards an ideal one.

In layman’s language, Account Planning can be described by this acronym called OSOM – Objective Setting & Objective Meeting. While the former is about defining what the Brand wants to achieve through PR, the latter is about the mesh of 6W + 1H of efforts, resources and processes required to meet or achieve the objective.

The very absence of Account Planning makes all conversations and efforts towards measuring PR worthless! Conversely, PR & Corp Comm Industry will do wonders if it adopts a scientific practice of Account Planning.

Interestingly, the state of PR Measurement system within an organisation is an interesting give away of how the Brand Owners look at PR & Corporate Communications as a Brand Reputation Management tool. Based on my involvement with the Media & Brand Measurement Industry for the last many years, a quick glance at the Organisation’s existing Measurement matrices speak volumes about the state of affairs within the Organisation as far as its PR Efforts, Resources & Processes are concerned. A key component here is the presence or absence of Account Planning! We need to realise that Account Planning is the adhesive that binds the PR Measurement framework!

Currently, there are just a handful of Organisations whose PR Measurement matrices, systems and processes truly reflect visionary thinking, scientific ERPs (efforts, resources and processes) within. These rare ones have not only shown proactive & scientific working SOPs within the Corp Comm departments, but also by their PR Firms. For them, Account Planning and other ERPs is not just about MarComm, but includes Investor Relations, Employee Relations, Trade Relations, CSR/Sustainability, etc. – the complete Corporate Reputation Management programme.

In majority of cases, however, a key deterrent or the missing link that push the Organisation’s PR Communication machinery off track is the absence of Account Planning.

Account Planning brings some inherent benefits for the PR & Corp Comm Industry:

Binds all IMC efforts into a ONE BRAND vision
Creates transparency and accountability
Gives scientific reference for evaluation, review and appraisals
Gives a clear understanding of dynamics between Pre-During-Post Communications
Brings clarity on the Quantity & Quality of the required ERP (Efforts, Resources, Process) mix
Fortifies the relationship of not only Client-PR Firm but also that of Corp Comm-Top Management
Optimises resources such as budgets, people and data usage

When you think of it, if PR Measurement is to drive the PR & Corp Comm Industry, then Account Planning is the fuel…even an elixir!